Media●Media consumption has gone up in theUnited States○This has replaced family time○In 2017 children 0-8years old were averaging 48 minutes on mobiledevices○This media shift can resulted in declining American education system■Producing a lower percentage of college students than 12 othercountries■Important to be mindful of how media habits ultimately affect theeconomic status of a country●Ie: Less media consumption in China leaves more time forstudyingGovernmentMajor changes in governments can have noticeable effects on personal beliefs andother aspects of culture.●Some countries Govt owns the media○Uses propaganda to form public opinion●Other countries prefer no separation of church and state (Iran)●Government influence thinking and behaviour through thepassage, promulgation, promotion, and enforcement of a varietyof laws affecting consumption and marketing behavioursCorporations *Crucial role as “change agents”●Most innovations are introduced to societies by companies (multinationalcompanies)●Primary conduit for the diffusion of innovations●Multinational firms have access to ideas from around the world, so throughefficient distribution of new products and services, based on NEW IDEAS,cultures are changed → new ways of thinking are stimulated.TheElementsof Culture:●Cultural Values○Individualism/Collectivism Index○Power Distance Index○Uncertainty avoidance index○Cultural values and consumer behaviour●Rituals●Symbols○ Language■Idiomatic and symbolic meaning expressed is important in copywriting
■Linguistic distance:New concept proving to be useful to marketingresearchers in market segmentation and strategic entry decisions●Has shown to be an important factor in determining differences invalues across countries and the amount of trade between countries●Idea is that crossing WIDER language differences increasestransaction costs●Bilingualism → →Relationship between bilingualism/biculturalism andconsumer behaviours and values○Bilingual consumers process advertisements differently if heard intheir native, vs. second language○Bicultural consumers can switch identities + perception frames○Aestheticsas Symbols: art, folklore, music, drama, dance, dress, cosmetics○Without culturally consistent interpretations and presentations86of countries’ aesthetic values,a host of marketing problems can arise.Product styling must be aesthetically pleas- ingto be successful, as must advertisements and package designs. Insensitivity to aestheticvalues can offend, create a negative impression, and, in general, render marketing effortsineffective or even damaging. Strong symbolic meanings may be overlooked if one is notfamiliar with a culture’s aesthetic values.●Beliefs●Thought Processes○Degree to which thinking varies across cultures.. For ex: Culture matters morein snap judgements than in long deliberations○Difference in perception (focus vs big picture)■Associated with differences in variety of values, preferences, and
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